Morrisons joins ERA's Record Tokens scheme as record shops celebrate continued success of relaunch

Morrisons joins ERA's Record Tokens scheme as record shops celebrate continued success of relaunch

ERA have confirmed sales of its Record Tokens in the UK have gone from strength to strength. One year on since their relaunch, more than 100 independent record shops across the UK now stock the new brand tokens. The newest among them is supermarket giant Morrisons, who will be putting Record Tokens on sale in their stores from late summer – with ERA predicting a Q4 boost for indie record shops. 

The news comes following a new boost recently delivered by major retailer Wilko, who introduced the brand into their 400 stores nationwide resulting in an immediate sales increase of 27%. 

“We are delighted to see Morrisons come on board as Record Token stockists," ERA CEO Kim Bayley told Music Week. "Vinyl and CDs are sought after gifts and with Father’s Day just around the corner and over 500 Morrisons stores putting Record Tokens on sale ahead of Christmas, this will help encourage music fans to discover their local independent shops as more and more people experience the joys of receiving physical music.” 

The Record Tokens gift card was introduced by ERA and National Books Tokens in May 2018 to capitalise on the resurgence of vinyl.

According to an official press release, retailer activation to support the brand has “resulted in a particularly strong sales uplift of 45% since Christmas compared to the first seven months of trading.”

Speaking about the growth of record tokens, Ashlie Green from David’s Music, a stockist of Record Tokens, said: “Since they were launched last year, it has provided a real talking point in the shop. Lots of people notice our posters and counter display and ask us about them which often leads to nostalgia from the customers who remember them the first time around, and inquisitiveness from those who are just discovering them. It’s fantastic to see people of all ages and genders buying them – in fact there are plenty of teenagers and younger music fans coming in for the first time as they’ve received them as presents. That’s really helping grow our customer base.”

Alan Jordan from Reflex Records in Newcastle added: “The Record Tokens look really attractive and modern which attracts a lot of customers. In fact, we get a lot of customers who use Record Tokens so they can come back at a later date for box-sets or more premium items. But mostly, it’s people who are looking for a good gift. Physical music is a highly giftable market and it’s an excellent opportunity to welcome both grandmothers and teenagers into the shop so they can walk away with the perfect present.” 



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